Video Reflections

Don Norman: Emotional Design
http://www.ted.com/talks/lang/eng/don_norman_on_design_and_emotion.html

From watching this video I have understood that there are 3 experiences or processes that makes a good design. Visceral the first process, appeals to the consumer through the senses, so the use of colour, which captures our attention or the smell or feel of a design or object. Visceral is subconscious, where the mind interprets what we see and feel. Behavioural is the middle process that allows one to feel in control, our automated response shows that it is a subconscious reaction as our mind decides our emotions, which are shown through our actions and facial expressions. Thirdly is the reflective experience, which is based on our 'super ego', hence in the state of consciousness. This occurs when we decide to buy things for pure need to be accepted and acknowledged in our communities, leading to the stereotypical classing of our peers and community. By buying expensive, flashy or new things we deliberately show off, so our purchases reflect our social standing and status.

I've also concluded that good design is defined as something that appeals to us in more than one way and something we would pay for. The attraction is though the 3 categories, which make a design 'good', although one is usually more prominent that the other. Sometimes we choose to buy a product because of its functionality, while other times it is reasoned that the aesthetics and emotions are aroused. Creative designs can target audiences through making life or tasks fun, it could be beautiful, funcional or reflective, bringing back memories or past experiences, while simple and subtle creations are just clever. It is important when designing to incorporate the elements of design, such as balance, size, shape, repetition etc. It is based on how individuals interpret designs. Don Norman has conveyed that when in a joyous mood, the receptors in the brain produce chemical reactions which allows one to be more creative, and hence a better problem solver and sometimes designer. Although saying that, anxiety allows the brain to focus and concentrate on a particular task.

It is important that industrial designers view this video as I found it easy to understand and it was clearly presented with various examples, which supported his argument. It successfully summarised the 3 important processed needed to complete a good design and was quite engaging.